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Iridesse is in ‘a class of its own’: Pettaras

Wednesday, 20 June 2018
By Jake Nelson
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Theo Pettaras, Digitalpress, with the Fuji Xerox Iridesse.

Sydney’s Digitalpress has long been at the forefront of digital printing innovation. Now, with the addition of the new Fuji Xerox Iridesse press, the bespoke printing house and its owner Theo Pettaras are able to push the limits of digital technology in a way they never could before.

When Theo Pettaras sets his mind to something, it’s difficult for anything to get in his way. Two years ago, he decided to do something about his health, and this year he won two championships in natural body-building. “I’ve learnt from bodybuilding that you have to have a goal and stick to it. It’s taught me about focus,” he said.

Failing to reach his goals – in his personal or business life – is now no longer an option for Pettaras, and it’s this drive that led him to replace his aging digital press with the Fuji Xerox Iridesse, launched last year in Bangkok. “We thought about it for a long time, we made careful consideration,” he said. “We’re very happy with our decision, we feel Fuji Xerox have the infrastructure to be able to support us. It’s a great fit for us, and as we continue to grow, we believe they’re the one to help us with that.

“When you weigh it all up, the overall benefits of all the different features that the Iridesse has, it’s in a class of its own compared to any other machine that we’ve seen.”

Roger Labrum, Fuji Xerox.

One unique selling point of the Iridesse press is its capacity to print using metallic gold and silver toner. When these are combined with CMYK, the press can print most Pantone metallic colours, according to Roger Labrum, graphic communications marketing manager at Fuji Xerox. “The press can underlay silver, gold or white through the first station, then mix this with CMYK colours to create what we call Metallicolours,” he said. “The final station within the press can deliver gold, silver, white and clear as a spot for any embellishment requirements – an industry first.”

Applications for this could include products such as luxury car catalogues, suggests Labrum. “The information sent through from the customer could be translated into a variable data brochure full of the customer’s preferences on the vehicle. Fulfilled via the Iridesse, the application would be on-brand, but more importantly, the correct metallic colour of the vehicle would be represented correctly,” he said. “Advertising will form a large part of the applications this press will deliver to end users. Things like jewellery, cars, watches, fashion – all of these will benefit from the value-add of metallic.”

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